Top-of-Funnel Done Right: Building Demand Before You Capture It
Most brands misunderstand the top of the funnel. They treat it like a numbers game. More impressions, more clicks, more reach. On paper, it looks productive. In reality, it often becomes expensive noise. What top of funnel marketing really does is far more subtle. It introduces a brand before the market even knows it needs one. It plants familiarity in a space where attention is fragmented and loyalty is rare. And when done right, it quietly shapes preference long before a buying decision is made.